March 2016

Viewing posts from March , 2016

SEO and the Implications of Duplicate Content

A few weeks ago, we wrote about reasons sites fall in search rankings with the intention of addressing the most common culprits. Upon discovering recently that we overlooked one, we decided to take the time to expand upon another common reason a website could see its rankings taking a downward turn.

The issue at hand: duplicate content.

Duplicate content is largely an issue because of individuals or sites that use the copy-and-paste method for building content, in hopes of doing nothing more than generating more site traffic. While this is typically the exception and not the norm, it happens, and the brains behind the search engine algorithms are acutely aware.

Malicious or not, if your site reuses information or makes the same information available in multiple places, search engines get a little concerned. The algorithms employed by these search engines can’t decipher which page or information source should be displayed, so they either avoid displaying them or knock them down a bit due to competition.

It all seems pretty easy to comprehend and avoid, right? Well, it’s a bit more complicated than it appears if taken only at face value, as the presence and source of this duplicate content often goes overlooked.  Luckily, there are some measures you can take to ensure your site is not unintentionally reusing content. The most common are:

  • Consolidating multiple pages that are similar or contain a lot of the same information into a single page.
  • Avoiding recycled boilerplate copy by making small tweaks in the wording or structure so that it isn’t always identical.
  • Including links back to the original article or content if used on other pages to keep Google from having to figure out which is the original source of the information.
  • Eliminating “printer-friendly” versions of pages that contain the same content.

There are times when there is no way to avoid site content being displayed across multiple URLs.  When this occurs, edits can be made on the backend to make sure that traffic is being directed accordingly and your site is not penalized. The easiest methods for addressing these issues are:

  • Rel=”canonical” – this tag allows search engines to crawl the URLs, but indicates that the pages or contents are duplicate.
  • 301 Redirect – this allows you to reroute the page with the duplicate copy to the original page.

Those concerned about the ramifications of duplicate content rarely make the mistakes knowingly or with malicious intent, but mistakes are made. Armed with the knowledge to successfully combat these issues, you can now deftly maneuver around these obstacles without feeling the sting.

If you have questions about your website, or simply would like to consider a more proactive SEO approach, we can help! Holland Advertising: Interactive consistently brings their creative expertise to the realm of marketing, with strategic planning and experienced execution. For more information, contact Bryan Holland at 513.744.3001.

Direct Mail is Not Dead.
Here’s Why (and How to Make it Work For You).

With the rise of digital capabilities, it’s difficult to determine the role that traditional forms of advertising will play in a company’s B2B marketing plan.  You hear many digital “experts” preach regularly about how traditional forms of advertising are quickly dying out and will ultimately have no place in the grander scheme of B2B marketing.  This is far from being a universal truth.

When used properly, direct mail allows a company to reach targeted prospects or existing customers, without the need for face-to-face (or telephone) interaction.  It can be done in one fell swoop, whereas individual salespeople demand an overwhelming amount of capital and time.

If you understand your target demographic and tailor your messaging and delivery to what the recipient wants to know, see, etc., then it can prove to be an integral part of any holistic B2B marketing strategy.  Thus, the focus needs to be largely on two key aspects:  that the right audience/recipients are being targeted, and that the design and delivery are appropriate for the intended audience.

The most integral part of the overall success of a direct mail campaign is ensuring that the right people are receiving your piece.  Are you targeting potential customers, or attempting to retain current business?  Do you need to purchase a list of consumers or people who meet the criteria, or have you generated your own list? Initially considering the audience will shape not only the design and offers within the piece, but also how you go about the distribution process.

With your target audience in mind, think about the best way to frame the offer and craft the overall design. Recipients are often just focused on the bottom line, and the design should not distract from those bottom-line results that your company can deliver.  If you can save a busy CEO valuable time and money based on your unique services, highlight that.  People in positions of authority respond to those kinds of numbers and statistics—ones that show how you can help their company cut costs and increase overall efficiency.

Though the aforementioned design and dispersal of the piece are vital when incorporating direct mail into a B2B marketing plan, a successful campaign can’t just stop there.  A more integrated, holistic approach needs to be taken, with focus on regular website maintenance, social media when necessary or beneficial (depending on the company’s target demographic) and being able to properly educate leads and secure sales. After all, direct mail is a mere tool used to encourage people to call, to increase website traffic, etc. From there, the company needs to be aptly equipped to seal the deal.

If your company needs help developing an integrated B2B marketing program, incorporating direct mail as part of the overall strategy, Holland Advertising: Interactive can help. By incorporating smart strategy and experienced execution, we help our clients see greater marketing ROI. For more information contact Bryan Holland at 513.744.3001.